Published
Jan 27, 2017
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Milind Soman launches active wear brand ‘Deivee’

Published
Jan 27, 2017

Actor and fitness model Milind Soman has launched an active wear brand for women who like to work out in Indian wear called ‘Deivee’ which is designed to compete with leading active wear brands such as Nike, Puma, Reebok and others.


Deivee


“Over the years watching women run in Salwars and Saris made us develop innovative active wear based on the comfort of Indian Women,” Soman, cofounder of the brand told the Economic Times.

“We have developed the world’s first ‘Performance Kurti’. A Kurti made with imported performance fabrics using active evaporation technology and antimicrobial finishes”, he added.

The brand will be available in multi brand stores across India and also has an online portal.

According to experts, Indian athletic apparel market is expected to reach a total value of around $1.3 billion by the end of this year, growing at a CAGR of 19% between 2013 and 2017.
 

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